Rolls-Royce Motor Cars has announced the appointment of Leon Li as Regional Director for Mainland China. He replaces Henrik Wilhelmsmeyer who will move to a new role within the MINI brand at the BMW Group, Munich.

Li, 37, was born in Beijing and holds bachelor’s degrees in Industrial Trade from the Beijing Polytechnic University and in Information Service management from Saxion Hogeschool in the Netherlands. He joined the BMW Group China in 2007 and has led a number of sales regions in China since then. He also headed the Import Office for Taiwan. Li is currently Head of North Region. Previously, Li worked for Lexus China and two market research companies.

Speaking from the Home of Rolls-Royce at Goodwood in West Sussex, Sales and Marketing Director, Fintan Knight said, “We warmly welcome Leon Li to Rolls-Royce Motor Cars. His considerable experience and understanding of the Chinese market will be essential as we continue to develop our business in this important region for Rolls-Royce.”

Rolls-Royce Motor Cars CEO, Torsten Müller-Ötvös said, “We are most grateful to Henrik Wilhelmsmeyer for the valuable contribution he has made to our business in China over the past two years. We wish him the very best in his next role.”

Li will assume his new role on 1 September 2014, based at the Rolls-Royce Motor Cars regional office in Beijing. Wilhelmsmeyer will remain in the position of Regional Director for Mainland China until 31 August 2014.